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Autor: Ibarra Morales, Luis Enrique uisim00@hotmail.com luis.ibarra@ues.mx
Oprima aquí para enviar un correo electrónico a esta dirección; Paredes Zempual, Daniel ; Paredes Zempual, Daniel
Título: LA CALIDAD EN EL SERVICIO Y SU EFECTO EN LA LEALTAD Y SATISFACCIÓN DEL PASAJERO EN LAS AEROLÍNEAS DE BAJO COSTO.SONORA, MÉXICO
THE QUALITY OF SERVICE AND ITS EFFECT ON THE LOYALTY AND SATISFACTION OF PASSENGER AIRLINE’S LOW-COST. SONORA, MÉXICO
A QUALIDADE NO SERVIÇO E SEU EFEITO NA LEALDADE E SATISFAÇÃO DO PASSAGEIRO NAS AEROLÍNEAS DE BAIXO CUSTO. SONORA, MÉXICO
ISSN: 2443-4361
Fecha: 2016
Páginas/Colación: pp. 38-63
En:/ ÁGORA DE HETERODOXIAS Vol. 2 Nro. 1 Enero - Junio 2016
Información de existenciaInformación de existencia
Categoría Temática: Palabras: ADM04 ADM04
Palabras Claves del Autor: Palabras: AEROLINEA DE BAJO COSTO AEROLINEA DE BAJO COSTO, Palabras: CALIDAD EN EL SERVICIO CALIDAD EN EL SERVICIO, Palabras: LEALTAD LEALTAD, Palabras: SERVPERF SERVPERF
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RESUMEN
El objetivo de la presente disertación es establecer una relación causal entre la calidad del servicio y su efecto e impacto en la lealtad y satisfacción del pasajero en las aerolíneas de bajo costo en el estado de Sonora. La calidad en el servicio es medida a través de la metodología ServPerf de Cronin y Taylor (1994) haciendo uso del modelado de ecuaciones estructurales (PLS-SEM). El análisis está basado en 381 encuestas aplicadas de forma aleatoria a los pasajeros de las tres aerolíneas de bajo costo que operan en el estado. Los re- sultados indicaron que la lealtad del pasajero es explicada en un 72.3% por la variable observable: satisfacción, seguido de las variables latentes endógenas: responsabilidad y empatía, mientras que la variabilidad en la satisfacción del pasajero es explicada en un 60.7% por los elementos tangibles, la seguridad y la empatía. La información obtenida a partir de los datos es importante para que las aerolíneas de bajo costo tomen decisiones en cuanto a qué dimensio- nes de la calidad deberán de enfocarse en aras de atraer y retener a una can- tidad mayor de pasajeros, ya que con un cliente satisfecho se podrá generar una fuerte identidad con la marca de la aerolínea y por ende, representar un mayor ingreso para la empresa en términos financieros y de más clientes.
Palabras clave: ServPerf, calidad en el servicio, lealtad, aerolínea de bajo costo

ABSTRACT
The purpose of this paper is to establish a casual relation between service quality and its effect and impact in the loyalty and client’s satisfaction in the low-cost airlines in the State of Sonora. Service quality is measured through Cronin & Taylor (1994) ServPerf methodology, using the structural equa- tion modeling (PLS-SEM). The analysis is based on 381 surveys randomly applied to the passengers of the three low-cost airlines operating in the state. The results showed that the passenger loyalty is explained in a 72.3% by the observable variable: satisfaction, followed by the endogenous latent variables: responsibility and empathy; while the variability in passenger’s satisfaction is explained in a 60.7% by the tangible elements, assurance and empathy. The information obtained from the data is important for the low-cost airlines in order to decide the quality dimensions they should focus to attract and retain a higher number of passengers, since a satisfied client will generate a strong identity with the airline brand, and therefore, a higher financial income and more clients for the company.
Key words: ServPerf, quality service, loyalty, low-cost airline

RESUMO
O objetivo do presente trabalho é estabelecer uma relação causal entre a qua- lidade do serviço, e seu efeito e impacto, na lealdade e satisfação do passagei- ro nas aerolíneas de baixo custo no estado de Sonora. A qualidade no serviço é medida através da metodologia ServPerf de Cronin e Taylor (1994), fazendo uso da modelagem de equações estruturais (PLS-SEM). A análise está basea- da em 381 encuestas aplicadas de forma aleatória aos passageiros das três ae- rolíneas de baixo custo que operam no estado. Os resultados indicaram que a lealdade do passageiro é explicada em um 72,3% pela variável observável, sa- tisfação, seguido das variáveis latentes endógenas, responsabilidade e empa- tia, enquanto que a variabilidade na satisfação do passageiro é explicada em um 60,7% pelos elementos tangíveis, a segurança e a empatia. A informação obtida a partir dos dados é importante para que as aerolíneas de baixo custo tomem decisões quanto a que dimensões da qualidade deverão de se focar em ara de atrair e reter a um quantidade maior de passageiros, já que com um cliente satisfeito poderá ser gerado uma forte identidade com a marca da aerolínea e portanto, representar um maior rendimento para a empresa em termos financeiros e mais clientes.
Palavras-chave: ServPerf, qualidade no serviço, lealdade, aerolínea de baixo custo.

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